Coca-Cola retains the number one spot, successfully maintaining its diversified portfolio in more than 200 countries. Last year it launched more than 700 products around the world.
With revenue is at an all-time high, IBM stay at the number two spot. It received the most US patents (more than 4,000) for the 16th year in a row, investing heavily in innovation as it continues its progression from a hardware provider to a software and services solutions brand. It is the market leader, with expanded presence in more than 170 countries and approximately 65% of revenue generated outside of the US.
The financial services market has seen major changes over the past year due to the recent financial crisis. Interbrand has identified three brands that are growing their market position and leadership status.
- Barclays is emerging out of the crisis stronger than many of its peers. It appears that the company made a good decision not to take government money in December and the sale of BGI enabled the firm to stay liquid and benefit from new opportunities. Barclays has done a good job integrating Lehman’s US operations.
- Credit Suisse is moving up the ranks. The firm did not require government funds and is one of the key beneficiaries of the reshuffling of the marketplace. In the private banking space, Credit Suisse has profited from the weakening of its main rival UBS, while, at the same time, increasing its market share and leadership status. The Credit Suisse brand is positioned as a key pillar of the newly restacked financial services sector.
- With the acquisition of Abbey National, Santander has become a top international bank. The group’s next strategic move is to establish the brand in the US retail-banking market; the recent Sovereign Bank investment is the first step towards building a renewed U.S. presence. Santander is aiming to become one of the world’s top two or three largest banks.
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Photo from Creative Commons: Flickr: ThiagoMartins